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How CRM Brings Marketing and Sales Together?
How CRM Brings Marketing and Sales Together?

How CRM Brings Marketing and Sales Together?

Sales and marketing departments are considered as separate departments but they are both equally important for the survival of the businesses. But in many organizations unfortunately sales and marketing departments operate on their own ways with minimal interaction. Sales and marketing may even work at cross purposes.

To get the most of your organization’s resources, marketing and sales departments should be closely coordinated. A Customer Relations Management can achieve this goal by providing easy way to handle daily operations of marketing and sales. This combined and coordinated operation will bring a united effort to achieve your sales quota with improved bottom line in your company.

What is the definition of a lead? Ideally marketing and sales departments should have the same definition of what a lead is in the sales cycle. Unfortunately this simple definition is more often omitted from the business strategy of the companies. In marketing, a “lead” is someone who has shown any interest in the products you sell or services you offer. In sales a lead is someone who is ready to buy the products of your organizations or to pay for your services.

This leads to sales and marketing working at contrary to each other and eventually sales department complaining about the low quality of the leads marketing department pulls in. On the other hand marketing department complaints about qualified leads they provide aren't followed up and those leads have fallen in the cracks.

A Customer Relations Management system can end this friction by getting both sides to agree on the definition of a lead and making sure those real leads are followed up on and ensuring a lead tracking system created. This practice will eliminate a source of contention; it also increases the efficiency of the sales process and shortens the sales cycle. A CRM system will enable marketing and sales department share information and coordinate the same shared information for the benefit of both.

It is important marketing and sales departments share information, but it isn't always easy to have an effective system of sharing because of the differences in the way both departments organize and use the information. When presenting the same information to marketing and sales there is some work to be done. Simply putting the same information won’t be useful for the other department. Each screen has to be tailored to the individual departments in the format they can use and benefit the most out of CRM software.

A CRM will provide your business can develop a coordinated sales and marketing campaign that coordinates the functions as well as related customer-facing functions such as service. By delineating each department's roles in relation to the others it becomes easier to keep everyone focused on the same goals and using the same strategies.

Coordination makes it easier to pass leads and other information between sales and departments. This practice will eliminate the time needed to follow up on leads as well as making sure nothing gets dropped. Marketing campaigns can be brought into line with sales goals, extending their effectiveness. CRM will help your organization analyze sales and marketing information therefore your departments will able to tie things together.  

 Many modern Customer Relations Management systems come with a suite of analysis tools built in to facilitate the job. In addition, third-party tools are available that tie into popular Customer Relations Management systems to perform more complex analysis.

For more information please contact us.

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